廣告與公共關系英語

1

AdvertisingandPublicrelations

Chapter152一、什么是公共關系1、公共關系(publicrelations，簡稱公關“PR〞)是一項側重于個體或團體與其他群體(稱之為公眾)之間為了培養(yǎng)相互好感而建立良性關系和進行溝通的管理職能。

Chapter15

PublicralationsBuildinggoodrelationswiththecompany’svariouspublicsbyobtainingfavorablepublicity,buildingupagoodcorporateimage,andhandingorheadingorheadingoffunfavorablerumors,stories,andevents.32、其主要職能：

Mainfunctions:是經(jīng)營企業(yè)的聲譽并協(xié)助公眾形成對企業(yè)的一致認同。1.Pressrelationsorpressagency2.Publicpublicity3.Productaffairs4.Lobbying5.Investorralations6.Development43、公關活動的對象：或者說目標受眾，包括員工、顧客、持股人、競爭對手、供貨商、和其他社會機構，或僅僅是普普通通的消費者。這里包括內(nèi)部公眾和外部公眾。3,

publicrelationstargets

thetargetaudienceIncluding:employees,

customers,

shareholders,competitors,

suppliers,

andothersocial

institutions,

orjust

ordinaryconsumers.Thisincludes

internalpublicandexternalpublic.54、公共關系的目標就是改善公眾輿論，創(chuàng)造美譽，并為組織建立和保持令人滿意的聲望。良好的公共關系有助于形成長期良好的關系，是一個持久的過程，在關系營銷和整合傳播中扮演著重要的角色。4,

ThegoalofpublicrelationsToimprovepublicopinion,

tocreatea

reputation,

andfor

theorganizationtoestablishandmaintain

satisfactory

prestige.8Avtertisement9AvtertisementAnypaidformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor101112131415161.Tevevision2.Theinternet3.Newspaper4.Directmail5.Magazines6.Radio7.outdoorMediumadvertisements17第二節(jié)、公共關系與廣告的區(qū)別和關系Thedifferencebetweenadvertisingandpublicrelations.1、廣告通過廣告主付費的媒介到達自己的受眾，公眾往往帶著疑心的眼光看待廣告，或干脆不予理會?？尚哦群托湃味容^差。廣告中存在的缺乏，就需要公共關系等以其他的形式去彌補。Advertisingthrough

the

media

advertiserspay

to

theiraudience,

thepublic

oftentaketheir

suspicion

insighttoseetheadvertising,

orsimply

ignoreit.

Credibility

andtrust

ispoor.Shortcomings

ofadvertisements,

require

publicrelations

to

otherformsofreparation.182、由于廣告是經(jīng)過周密發(fā)布來獲得到達率和頻次的，而且通過付費控制群眾傳媒和輿論。而公關不如廣告精確，而且公關傳播活動往往難以掌控。2,

Advertising

is

carefully

released

to

reachandfrequency,

butalsothroughthe

massmedia

andpublicopinion

toachievetheirgoals.

Andpublicrelations

are’tpreciseliketheadvertisement

,

and

PR

activitiesareoften

difficulttocontrol.193、公關只能進行到某個程度，而且不能重復，而廣告能夠不斷重復。許多企業(yè)通過廣告再現(xiàn)自己的公關訊息。廣告與公關信息、新聞是相互結合的。

3,

publicrelations

canonly

toacertainextent,

but

cannotberepeated,

andtheadvertising

canbe

repeated.

Many

enterprisesachievetheirownpublicrelations

throughthe

representationofadvertising

Advertisingandpublicrelations

information,andthenews

are

combinedwitheachother.20CASE環(huán)境污染和惡化問題正引起世界各行各業(yè)的關切和重視。全球聞名的快餐王國麥當勞也積極、主動地參加了有益于環(huán)境保護的行列

Environmentalpollutionand

deterioration

is

causedworld

concernandattentionfromallwalksoflife.

Theworldfamous

fastfoodnation

McDonald's

alsoactively,actively

joined

theranksofthe

beneficialto

environmentalprotection2122許多企業(yè)面對環(huán)保問題，應付的方法不外乎是推、拖、拉，

但麥當勞沒有這樣做。它得罪不起消費者，不僅必須有所行動，而且要公開地做。為了平息抗議，它不得不尋求環(huán)保人士的協(xié)助。1990年8月，麥當勞和“環(huán)境防衛(wèi)基金會〞〔EDF〕簽署了

一項不尋常的協(xié)定。EDF是美國一個很進步的環(huán)保研究及宣傳機構。

Whenmanyenterprises

inthefaceof

environmentalproblems,

theyjustnotadmittheproblems,

butMcDonald's

doesnotdoso.

It

can'taffordtoconsumerslikethat.Inorderto

quelltheprotests,

it

hadtoseek

the

help

ofenvironmentalists.

InAugustof1990,

McDonald'sand

"theEnvironmentalDefenseFund"

(EDF)

signedanunusual

agreement.

EDFis

USA

a

veryprogressive

environmentalresearch

andpropaganda.麥當勞在面臨“環(huán)保危機〞的情況下，不等、不拖、不推，而以自己特有的敏感和強烈的企業(yè)信譽意識積極主動“出擊〞，通過與EDF攜手合作，從“減廢〞這一根本之道出發(fā)，成功地在社會公眾中重塑了麥當勞的良好形象，創(chuàng)造了良好的社會氣氛和經(jīng)營環(huán)境McDonald's

inthefaceof

"environmental

crisis"

situation,

withtheirown

uniquesensitive

an